The explosion of growth in social, mobile and digital media have overtaken many more traditional forms of advertising – print, radio and direct mail for example – and as far as advertisers are concerned, has rendered them somewhat obsolete.
According to a recent media spend survey, social media — advertising on sites like Facebook and Twitter — will see the most growth at 31% this year, followed by video (29%) and mobile (20%).
Search advertising will this year continue to account for the biggest proportion of spend, at 45% of all digital ad revenues.
But while many traditional advertising vehicles are left out in the cold one category that remains strong and as a great value to advertisers is Out-of Home Media (OOH).
Out of Home Media, also known less accurately as “Outdoor” reaches consumers in ways that no other media can. It is highly visible and targets a mass market, but it can also reach specific target audiences because of its strategic locations.
Out of Home also allows a brand to maintain or achieve category dominance by using the OOH principals of coverage, frequency and impact.
Out-of-home consists of the following:
Mall and street kiosks
Train, Subway and Bus signage
Mass transit station and platform signage
In-store locations (Point of Purchase)
No matter the size of your business, Out-of-Home should be considered to have a place in your marketing plan.
1). It’s the Last Universal Advertising Media
Outdoor advertising is the most public advertising medium available and by placing your ads in targeted locations, OOH allows for audience segmentation. Also not often talked about is that outdoor advertising is FREE to the user.
2). You can Target your Audience Efficiently
When utilized properly, OOH can target a precise audience in a specific city or broad based population. It also allows you to efficiently target particular ethnic groups, ages, income or other demographic segments.
3). Positioning at point of purchase
OOH is also considered in-store or at point-of-sale locations. Over 70% of purchase decisions are made in store. So OOH provides marketers with the last opportunity before the purchase to make the sale and generate extensive awareness near the point of purchase.
4). Outdoor advertising cannot be turned off
Outdoor is “on” 24 hours a day, so that means your campaign is on al day as well. This fact alone extends the life of your advertising campaign beyond other traditional advertising means.
5). It’s Larger than Life
No matter what size your company is Outdoor Advertising gives you that “big brand feel” just by its very nature. Billboards, train signs and platform signs compel attention and recent surveys indicate that it stimulates advertiser recall.
More than 90 percent of US travelers have noticed some form of out of home (OOH) advertising in the past month, according to a new study conducted by Nielsen.
6). Media Mix-friendly
Outdoor advertising works extremely well when combined with other mediums – such as radio, display, social and television. Used effectively, Outdoor increases the reach and frequency of your overall campaign and it reminds consumers about campaigns in other media.
Today’s out of home medium offers new technologies, new formats, and more creative thinking to help advertisers and their agencies take their message further. OOH’s versatile formats offer ‘blank canvas’ creative potential to break through the clutter and hold people’s attention, wherever they work, shop, travel, and play.